First or last touch

Choose which visit gets the credit for a sale.

Each payment keeps the customer's first visit and their last visit before paying. Pick first touch or last touch for each website, and every revenue report follows.

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A demo website's Referrer list on a phone, with customers, conversion rate, revenue and revenue per visitor for each referrer. Made-up data.

Two visits on every payment.

When a payment is matched to a visitor, SuprAnalytics stores two of their visits with it: the first visit they ever made to your website, and their most recent visit before paying. Each carries its source, campaign, landing page and location.

First touch: The visit that brought the customer in. It answers "what finds new customers?"
Last touch: The latest visit before the payment, the one they bought on. It answers "what closes the sale?" It's the default for a new website.
Switch at any time: Both visits are stored on each payment, so switching re-credits past payments straight away. The revenue total stays the same; only the sources change.

Every revenue report follows.

The choice lives in Settings → Revenue → Attribution model, one per website, with an example journey that shows which visit each model credits.

Revenue on every source, referrer, campaign, page and country row
The payments list, each payment shown with the visit it's credited to
Filters: a dashboard filtered to a channel shows the revenue credited to that channel
The weekly summary email and the embeddable widgets
The MCP server's tools use the website's model unless you pass model as first or last

For the reasoning, with worked examples, read first-touch vs last-touch attribution.

How a payment finds its visitor.

The tracking script gives every visitor an id, kept in the supr_visitor_id cookie for a year. Pass it to your checkout and the payment is tied to that visitor's visits. Polar checkout links, Dodo payment links and Paddle checkout buttons carry it with no code.

Visitor id: Read back from the checkout's metadata when your provider's webhook arrives, or sent with the Payments API.
Customer id: No visitor id on the payment? An earlier payment with the same customer id points to the visitor.
Email: Otherwise a visitor with the same email, from identify or an earlier payment.

If nothing matches, the payment still counts in your revenue, as revenue without a source.

Set it up.

Connect your payments
Polar, Dodo Payments, Paddle, Stripe, Lemon Squeezy or the Payments API, in Settings → Revenue.
Pass the visitor id
Add supr_visitor_id to your checkout's metadata, or use a checkout that carries it for you. Each provider's docs page shows how.
Pick the model
Settings → Revenue → Attribution model: First touch or Last touch.

How it works, in detail.

The docs page “How revenue attribution works” goes through it step by step.

How it works

Limits worth knowing

Two models only: first touch and last touch. No linear, time-decay, position-based or data-driven models
No last non-direct model: with last touch, a customer who comes back directly to pay credits Direct
One model per website at a time, for all of that website's revenue reports
Visits are joined by the visitor id of one browser; a customer's visits on another device aren't merged in
In cookieless mode a visitor is recognised for a day, so both models choose among that day's visits
It shows which visit came before a payment; it doesn't track ad spend or prove a channel caused the sale

Questions, answered.

What's the difference between first-touch and last-touch attribution?

First touch credits a sale to the visit that first brought the customer to your website. Last touch credits it to their most recent visit before paying. The article on both models walks through examples.

Which attribution model is the default?

Last touch. Change it per website in Settings → Revenue → Attribution model.

Does changing the model change past reports?

Yes. Each matched payment stores both visits, so switching re-credits past payments at once. The revenue total doesn't change, and payments never matched to a visitor stay without a source.

Does last touch skip direct visits?

No. If a customer types your address and pays, last touch credits Direct. First touch credits the visit that brought them in the first time.

Can I use a multi-touch model?

No. SuprAnalytics offers first touch and last touch only, one per website.

What happens to payments without a visitor id?

They count in your revenue. SuprAnalytics looks for the visitor by an earlier payment's customer id or by email; if neither matches, the payment is revenue without a source.

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